企業形象常被視為代表整個企業及其產品的所有資訊，實體商店透過建立良好企業形象獲取消費者的信任與支持，網路商店也不例外。電子形象(Electronic Image)是網路商店的企業形象，電子形象的建立有助網路店家創建其獨特的網路身分（identity）， 建立與其他競爭者之差異。藉由建立正面的電子形象，不僅能創造獨特性，更能將網路商店之產品與服務相關訊息傳達給消費者。
本研究欲探討是否能藉由資訊品質、網頁設計、服務政策等建構電子形象，以電子形象作為訊號(signal)，將店家之商品品質、服務等訊息暗示、傳遞給消費者，並觀察電子形象對消費者購買意願的影響。以實驗設計方法依據這三項要素設計出正面及負面的兩種電子形象，探究兩種電子形象對購買意願的影響，並加入產品風險之高低作為調節變數，設計出四種實驗情境，比較在不同產品風險下，兩種電子形象對購買意願的影響為何，因此本研究的研究目的包括：
1.探討正面及負面的電子形象對消費者購買意願的影響
2.電子形象與購買意願之間的關係是否會受到產品風險的影響
研究結果顯示1.正面電子形象比負面電子形象更能引起消費者對產品的購買意願。2.產品風險在電子形象與購買意願之間不存在調節效果；意即消費者即便在較低的產品風險（全新品或低價品）情境下，仍傾向於向正面電子形象的店家交易，故不論銷售何種產品，都必須用心營造正面的電子形象。

Corporate image represents the company and its products. If brick and mortar oriented stores creates trust and support from consumers by maintaining a good corporate image, online stores is also of no exception. Electronic image is the corporate image of an online store. It is beneficial in creating a unique network identity and it can also be a tool in differentiating itself from competitors. Through developing a positive electronic image, it can consequently help communicate positive messages about its products and service to the customers.

The present study aims to determine whether or not through creating an E-image—consists of information quality, website design, and customer service policy, it can inform consumers about the online store’s product and service quality, and if it has a significant impact on consumers’ purchase intention. An experiment was conducted in which two online stores mimicked an online auction’s design and format, using different E-images: positive and negative. These were constructed with the use of the three elements previously mentioned. Specifically, the experiment explored the impact positive and negative e-image has on consumers’ purchase intention, and whether product risk moderates the relationship between E-image and purchase intention.

The findings of this research are as follows:
1. Positive E-image has a positive impact on purchase intention.
2. The relationship between E-image and purchase intention is not moderated by product risk. This indicates that consumers prefer purchasing from online stores with a positive E-image though perceived product risk is low. This signifies that, no matter what kind of product or services a business has, one should create a positive E-image.

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